Live coverage from TikTok · refreshed daily · August 6, 2026
Cadillac. Watched closely.
dig reads the Cadillac conversation across social every day, and surfaces the shift comms needs to see first: the negative narrative that is starting to build.
Top emerging negative narrative · flagged by dig today
“Poor crash ratings, a struggling F1 debut, and a $500K flop.” A credibility backlash is building, led by a widely shared IIHS clip showing the 2026 CT5 earning poor crash-test results.
Why it matters: a safety story is the most sensitive kind, and this one has cleared a quarter-million views with heavy engagement. Around it sit the F1 team’s rocky debut, the Celestiq framed as a failed experiment, and Escalade repair sticker-shock, several credibility hits landing at once.
Trending now · pulled from dig
Narrative intelligence
Every story, scored by sentiment.
Narratives, not hashtags. dig classifies each story as positive, negative, or neutral, tells you why, and ties it to the video driving it.
Trending now · last 7 days
What people really think about Cadillac right now.
Pre-crisis radar · for comms
The negative narratives that haven't hit yet.
Early negative signals building under the surface, so comms gets a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Cadillac conversation.
Creators, not the brand, are setting the tone, which is exactly why a critical narrative can build before comms sees it coming.
Owned vs. UGC reach · last 30 days
3%vs97%
@cadillac owned share · creator share of Cadillac TikTok reach (30d)
With 97% of reach in creator hands, the crash-test, Celestiq and repair-cost clips define Cadillac faster than the brand can, and owned posts barely register against them. Accounts like @iihs_autosafety are setting the agenda.
Top 6 creators · last 7 days
Model lineup
CT5, Escalade, Celestiq, Lyriq, Cadillac F1. Tracked.
Each model's top narrative, its sentiment, and the surprise signal comms may not see coming yet.
Lineup signal · last 30 days
From signal to next move
The actions your team can take this week.
The narrative to get ahead of, the creator to engage, and the talking point that needs to be ready before the story moves.